The localization of global marketing is that enterprises, in the process of marketing, make a comprehensive application of standardization and differentiation with the consideration of different situation in different areas and determine the ratio between differentiation and standardization on the basis of real situation.
This paper, taking Haier as a successful example in overseas marketing, gives a complete definition about the localization from perspectives of economics, value chains, driving factors and marketing factors. The paper analyzes the advantages and disadvantages of the localization in both developing countries and developed countries, based on Haier’s successful marketing stories in different countries. The paper then offers feasible countermeasures in the localization of marketing and human resources, with the hope that the study will be helpful in the global marketing of enterprises in our country.
